The Gleaner
Agriculture

UPA heralds successful regional awareness campaign

The Fédération de l’UPA de la Montérégie is celebrating a successful end to its regional outreach and awareness campaign Notre campagne, un milieu de vie à partager, which aimed to open a dialogue between agricultural producers and residents living in agricultural zones across the region. The UPA partnered with 13 Montérégie MRCs including the Haut-Saint-Laurent and the Jardins-de-Napierville in running the campaign. It was first launched in February 2020.

According to a press release by the regional federation, the large-scale project allowed for the debunking of a number of beliefs about farmers and their practices, while addressing some of the issues and realities at play in the agricultural world, including soil health, odours, water, pesticides, road sharing, and noise.

As a place to live, work, and play, agriculture zones offer many advantages, including beautiful landscapes and access to fresh produce. However, at certain times of the year, residents must cope with some the challenges of farming and be patient.

Various communication tools were developed and disseminated through the multiple platforms, which were managed by the municipal partners involved in the project. Project partners had access to a “toolbox” containing a variety of visuals, content and promotional materials that were deployed throughout the campaign.

For the UPA, the number of publications that appeared in the news and on social media feeds about the campaign suggests the important message delivered by the campaign was carried well beyond the limits of the Montérégie region. (SR)

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